Language Application and Cultural Value Appeal on the Advertisements in Qingqing Film
Based on content analysis of 1717 advertisements in Qingqing Film in late Republic of China,this paper explores the language application and cultural value appeal of advertisements.It finds that most advertisements had adopted a combination of graphic and textual elements;the visual language applied mainly in the form of black and white painting;the majority languages were Chinese with few rhetorical devices;the frequency of practical value appeals was significantly higher than that of symbolic and an equal emphasis on eastern and western cultural values.
the late Republic ChinaAdvertisementLanguage applicationCultural value appeal
万方数据
